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D&AD New Blood brief set up by Crowne Plaza. Change the brands perception of Crown Plaza as an old hotel chain to challenger brand for young business travelers.

ROLE

Award competition project, created a new brand experience including brand identity, service and product proposal.

CHALLENGE

With new challenger services and brands coming into hospitality market Crown Plaza found itself losing share of its young business traveller audience. In partnership with D&AD they set out a brief to completely overhaul their brand into a new and fresh service.

.APPROACH

To change this perception I have looked into the brief to define a core problem for a hotel chain. I have also interviewed a few people from the age group to see the way they perceive the brand and hotels in general. On top of that I have looked into challenger services like Airbnb to indicate what makes them successful.

.OUTCOME

New holistic hotel service and a complete rebrand. The new service will let you meet people for networking or casual opportunities in the café area. To make the new service as seamless as possible, proximity detecting mugs were proposed. Additional service benefits included one tap unlocking of the room, personalised room layouts and an open office for the Crowne Plaza staff.

3

Combining the research I have defined a core problem – users don’t feel like they actually belong in the current state of the hotel. To solve this I have focused on creating a community like experience. After conducting couple of interview one thing that stood out as an important aspect for young business traveler was networking, meeting people and feeling authentic.

2

This resulted in a proposal for a new holistic hotel service and a rebrand to accommodate that. The new service let you meet new people for networking or casual opportunities in the café  area, incentivized by free coffee for user that respond to a proposal to chat. 

1

To make the new service as seamless as possible, proximity detecting mugs were introduced that would allow to quickly find your match in the café. Addition service benefits included one tap unlocking of the room, personalize room layouts generated by AI and an open office for the Crowne Plaza staff to humanize the brand.

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